Playbook/Quoting & Pricing

Quoting & Pricing

Before You Quote: The Gate

Before any price goes out, the project has to pass through this gate. It is the single discipline that prevents bad quotes, wasted revision rounds, and scope creep.

Files, references, scope - then, and only then, an accurate quote.

Every inquiry walks the same gate before a price goes out:

Inquiry arrivesSaw actual files?Request unrestricted Google DrivelinkNoHave visual references?Charge creative direction rate orwalkNo, they refuseAnything you would guess?Go back and ask, resolve assumptionYesConfirm scope in writingSend accurate quote

Never quote without passing through this gate. No exceptions.

Inquiry arrivesa message or a briefSee the actual filesunrestricted Google Drive linkGet visual references1-2 examples of the styleConfirm scope in writingruntime, deliverables, formatSend the quoteaccurate, never blind
Every inquiry passes through the gate before a price goes out

#See the Actual Files

The files are the only ground truth
The files are the only ground truth

You cannot price what you haven't seen. A client's description of their project is never the full picture. "Simple edit," "clean captions," "strong hook," "professional" - all mean nothing without seeing the actual project.

A description can look 1000 different ways. The files are the only ground truth.

#Get Visual References (Non-Negotiable)

References are the single most important thing before starting any project. Without them, the first draft is a coin flip.

How hard to push:

  1. 1
    Ask once normallyrequest 2-3 examples of the style they want
  2. 2
    If they say "I don't have any"push back: tell them to spend 15 minutes scrolling Instagram/YouTube/TikTok and find 2-3 videos where the pacing, energy, text style, or overall vibe resonates. It doesn't need to be the same niche.
  3. 3
    If they say "I can't find anything" or "just use your professional judgment"share Mark's portfolio and ask them to point to something they like. That becomes the reference.
  4. 4
    If they STILL refusethis is a red flag. Either charge the creative direction premium rate or walk away. "Use your judgment" is a blank check for scope creep.
  5. 5
    Do NOT start work without referencesperiod.

Escalation scripts:

  1. 1
    Ask 1"Could you send me 2-3 examples of the style you're looking for?"
  2. 2
    Ask 2"I appreciate the flexibility, but I do need at least one reference before I can start. Here's why - [explain that their description can look 1000 different ways]"
  3. 3
    Ask 3"Here's what I'd suggest - take 2 minutes, go to [YouTube/Pinterest/etc.], search [specific term], scroll until something catches your eye, screenshot it, and send it here. Even a 'this is 70% of what I want' reference saves us days."
  4. 4
    Ask 4"Without a visual reference, my first draft is a guess and we'll waste a revision round on alignment. One image is all I need."

What to ask for specifically:

Editing / StrategyLinks to existing videos/channels they like
ThumbnailsScreenshots of thumbnails they think look clickable
Shorts / SocialExamples of caption styles, fonts, animations
Graphics / IntrosReference images for mood, color, layout
What COUNTS as a reference
  • A direct YouTube/Instagram/TikTok link to a specific video
  • A screenshot of a specific moment in a video
  • A specific video from Mark's portfolio that they liked
What does NOT count as a reference
  • Channel names without specific videos
  • Vibes described in words ("I want it to feel cinematic and modern")
  • References they say they DON'T like (only tells you what to avoid, not what to do)
  • Their own work that they're unhappy with

If they absolutely refuse: Add extra revision rounds to the quote, warn them in writing, and charge the creative direction rate.

#Ask ALL Clarifying Questions Upfront

Client Says What You Need to Know
"Clean captions" Font? Size? Color? Drop shadow? Boxed? Animated word-by-word or full sentence? Send an example.
"Strong hook" What text? What visual? What animation? What pacing? Send an example.
"Professional" Compared to what? Corporate? Creator? Broadcast? Send an example.
"Simple edit" Cuts only? Music? Sound design? Captions? Graphics? Color grading? How many minutes of footage? Send the files.
"High CTR thumbnail" What niche? What's the video idea? What's the title? Who's the audience? Send examples.
"Notion-style" Which Notion page? What specific elements? Light or dark mode? What typography? Send a screenshot or video example.
"Make it pop" Compared to what? More contrast? More color? More motion? Bigger text? Send an example.

#The Subjectivity Test

Resolve every assumption before you guess
Resolve every assumption before you guess

Before starting ANY creative work, ask yourself: "Is there anything about this project I'd be guessing on?" If yes - go back and ask. Every assumption is a potential revision round wasted.

Common things you might be guessing on:

Font styleColor paletteAnimation style/speedLayout preferenceCaption styleMusic vibePacingTone/mood

If they can't tell you what they want, make them show you. "Go to YouTube/Pinterest, search [term], scroll until something catches your eye, screenshot it, send it here."

#Confirm Scope in Writing

Before any offer goes out, restate exactly what you're delivering. Every offer must include the following:

  • What's includedthe exact deliverables for this project
  • What's NOT includedto prevent scope creep
  • Number of revision roundsstated explicitly
  • Delivery timelinea concrete date or turnaround
  • Any dependencieswhat the client must provide first

#Pre-Quote Checklist

Must-Haves (Non-Negotiable):

  • Raw footage or filesvia Google Drive link
  • Reference video(s)showing desired style
  • Total footage length confirmedin minutes
  • Deliverable formathorizontal/vertical, resolution

Should-Haves:

  • Deadline/timeline
  • Who provides voiceover/script/text?
  • Branding assetslogo PNG, hex colors, fonts
  • Specific text/captions/CTAs to include
  • PlatformYouTube, TikTok, Instagram, ads
  • Music directionclient picks the song, suggest pixabay.com/music

Nice-to-Haves:

  • Target audience
  • Tone/mood direction
  • Is this a one-off or recurring?

#No References Response

Template 
I genuinely cannot start editing without a visual reference. Without it, I'm guessing, and there's a high chance the first draft misses the mark - which wastes your time and money. Could you browse my portfolio and point to anything that resonates? [portfolio link]